Belgium: Floréac gets new CEO

The Belgian company, Floréac, has a brandnew CEO -  Benoit Strauven. This family business specializes in the international trade and distribution of indoor and outdoor pot plants. Now, it wants to further focus on partnerships. Currently, this is already being done with garden centers and DIY stores, as the company supplies plants to these.

Benoit Strauven brings broad experience and a global perspective on board. He graduated from Solvay Business School and built a career abroad in sales management and consulting. Benoit then worked in Belgium as CFO and CEO at van Hoorebeke Timber. He was also the CEO at Matermaco, two B2B trading companies. In the last two years, Benoit held the role of executive coach for several CEOs and executive committees. Over the years, he has developed a distinct preference for family trading companies.

"We're pleased and proud that Floréac has a new CEO. Benoit Strauven's arrival means we can guarantee our management's continuity. It also gives our new dynamism and strategic focus a solid extra boost," says Werner Krott, outgoing CEO of Floréac.

The old and the new: Werner Krott, outgoing CEO, and Benoit Strauven, Floréac's new CEO.

Unburdening garden centers and DIY stores
Floréac focuses on specialized retailers like garden centers and DIY stores. These are in France, the United Kingdom, Germany, Austria, Belgium, and Switzerland. It does so under the slogan, 'Innovating Horticulture Together'. Floréac wants to unburden these retailers by working together to optimize their commercial and logistical tasks. Or even take these completely off their customers' hands. From purccustomers'istribution to the plants' in-store visibility.

Plantify plants's Europe
Floréac is part of the Floré Group. This European group breeds, propagates, cultivates, and trades pot plants. Since 2020, Floréac has been working strategically with Royal Lemkes. They want to create a powerful European network of family-owned companies in the green sector. That is under the joint Plantify Partners Europe banner.

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